<Date: September 6, 2012>

<Time: 07:00>

<Tran: 090604cb.410>

<Type: Show>

<Head: Interviews with Jeremy Stoppelman, Dr. Phil McGraw and Randy Cohen>

<Sect: News>

<Byline: Gayle King, Rebecca Jarvis>

<Guest: Jeremy Stoppelman, Dr. Phil McGraw, Randy Cohen>

<High: Interviews with Jeremy Stoppelman, Dr. Phil McGraw and Randy Cohen.>

<Spec: Business, Health, Books>

GAYLE KING: Welcome back to CBS THIS MORNING. After Facebook and Groupon went public during the past year, those tech companies saw their stock take a big dive. That is not what happened to Yelp, the website that allows people to rate everything from sushi to, say, surgeons. Its stock has gone up by two-third since Yelp went public in March. Go Yelp. Co-founder and CEO Jeremy Stoppelman is here, along with our business and economics correspondent Rebecca Jarvis. Hello--

JEREMY STOPPELMAN (Yelp, CEO & Co-Founder): Hello.

GAYLE KING: --Jeremy Stoppelman. First, can I just ask about Yelp? I love the name because it just sounds so friendly, what does it mean?

JEREMY STOPPELMAN: You know, it`s anyone`s guess, but I`ll give you some hint--


JEREMY STOPPELMAN: --like, yelp and help go together.


JEREMY STOPPELMAN: Yelp and yellow pages are pretty similar. So as we were looking for a name, some of those things came to mind. We were like that might actually be a pretty good name, easy to spell, easy--


JEREMY STOPPELMAN: --to remember. You can turn it into a verb, I yelp that.


JEREMY STOPPELMAN: It does work for us--

GAYLE KING: It is what--

JEREMY STOPPELMAN: --or why we chose it.

GAYLE KING: --Oron (ph) on the prompter was saying yelp is what I say when I stub my toe. That`s not what you were going for.

JEREMY STOPPELMAN: That`s true. There-- you know, when we started there was a bit of a negative connotation "yelp, a cry for help."


JEREMY STOPPELMAN: But we figured now, if we built a great product, people would get over that, it would-- it would mean something completely different. And I think that`s hopefully happened.

GAYLE KING: You`ve built a great product. Because a lot of people are using it, you know, there are Berkley professors that say it can make the difference between a business--


GAYLE KING: --you know, once people go on and rate it. What was your intention when you started?

JEREMY STOPPELMAN: The intention was just to solve that problem of where is a great local business, where do I go? We have the yellow pages just sitting on our desk. But it really didn`t capture--


JEREMY STOPPELMAN: --word of mouth, and it didn`t let you search over it. And so when you created Yelp, it-- it does-- it does that. You can write reviews, share these recommendations with the whole world and then you`ve got a search engine to top of it so you can find just the right local business for you.

GAYLE KING: And people tend to trust regular people and trust their friends.


GAYLE KING: But how do you know, Jeremy, that people aren`t getting fake-- like fake reviews good and bad? How do you weed out the good? How-- how do you weed out the real legit?

JEREMY STOPPELMAN: Yeah. I mean the first thing we have is an automated filter which pulls away any reviews that are obviously fakes or malicious, things like that. But then also on Yelp, you can dive into the specific reviewer. And so you can see all the reviews they`ve ever written.


JEREMY STOPPELMAN: You can look at their profile and get a sense of who they are, look at some of the tastes and say, you know, this person has different tastes to me, I`m not going to rely on this particular review.

REBECCA JARVIS: Their social history is a big portion of why your business has been so successful--


REBECCA JARVIS: --so was your mobile strategy.


REBECCA JARVIS: And forty percent of your users are accessing this from their smartphone, from their iPad, your partnering with Apple on the--


REBECCA JARVIS: --new iPhone. How important is mobile going to be to your business and also to social media and all of these internet businesses going forward?

JEREMY STOPPELMAN: Mobile is just a-- a very exciting and important trend right now. And Yelp is very well-positioned. We launched with the app store back in 2008 when the iPhone added that app store. And it`s seen a lot of success. We get millions of people accessing the phone. It`s a great way to tap into all those recommendations when you`re on the go. When you`re in an unfamiliar neighborhood, what better time than to pull out your iPhone and pull up that Yelp app and then-- and then you find just businesses you`re looking for.

REBECCA JARVIS: Being in the business that you`re in and being a public company and having a stock that is up on the year, is a rarity right now.


REBECCA JARVIS: Do you think that Wall Street has unfairly painted so many of your peers with the same brush or do you think that there`s potentially a bubble here?


JEREMY STOPPELMAN: I think every story is different. And what`s happening with Yelp is we just continue to grow, you know, both on the business side and on the user side. Mobile we`re very well-positioned then that`s an exciting trend over the next few years. And so, you know, we`re just telling our story. And so far Wall Street seems to appreciate it.

GAYLE KING: Who is the typical Yelp user? My daughter is twenty-six and uses it all the time.


GAYLE KING: It`s not just for the twenty-something crowd?

JEREMY STOPPELMAN: No. It`s a very broad audience. I mean, it`s-- it`s definitely post-college such people that are out looking for businesses that have some disposable cash. And but-- but it goes all the way, you know, up there like people certainly in their fifties, sixties and seventies, I`m sure are on Yelp and finding local businesses as well.

GAYLE KING: I`m fascinated by how it came to be, Jeremy, were you just sitting around with friends saying what could we come up with? How did this happen to you?

JEREMY STOPPELMAN: Pretty much. You know, my history was at PayPal. So I was an early person there. And then in 2004, my co-founder, Russ and I were literally sitting in a room thinking about what`s going to be the next big thing on the internet. And we felt like there just wasn`t a great way to find local businesses back then.


JEREMY STOPPELMAN: Like if you did a search, you just didn`t find much. And so we set about trying to solve that problem and-- and pulled word of mouth, you know, allowed people to make all these recommendations and put a search engine on top of it. And it seems to have worked.

GAYLE KING: I like how his brain works, doesn`t it, Rebecca?

REBECCA JARVIS: I mean, the brain is-- is incredible. And-- and it`s incredible to me, PayPal, where you got--


REBECCA JARVIS: --your start, Reid Hoffman of LinkedIn, Peter Thiel, so many people that we now know as the heart of technology came from PayPal.


REBECCA JARVIS: What is it about PayPal that-- that had that special sauce?

JEREMY STOPPELMAN: It must have been in the water. I`m not sure. You know, it was a-- a lot of talented people obviously in-- in one place. But then also, I think the-- the timing was very interesting.


JEREMY STOPPELMAN: We all had success when the rest of the valley really suffered. PayPal continued to grow alongside e-Bay. And so after PayPal was acquired by e-Bay, you had a lot of talented people that had had a great experience building a-- a consumer internet brand. And so we all went our separate ways and-- and tried to do it again.

GAYLE KING: Congratulations to you, Jeremy Stoppelman.

JEREMY STOPPELMAN: Thank you so much.

GAYLE KING: You have pretty eyes. Thanks. Rebecca, thank you so much.

REBECCA JARVIS: Thanks, Gayle.

GAYLE KING: Always good to see you.

The new season of Dr. Phil starts next week. Doctor Phil himself will tell us what to expect. And we`ll ask him about some drama, a little bit of drama in Dr. Phil`s life.

But first, at eight-thirty-five how about one more check of your local weather.



GAYLE KING: Everyday millions of viewers tune in Doctor Phil McGraw unique brand of advice. His show, Dr. Phil, is the number one syndicated talk program in the country. And it begins its eleventh season next week. Doctor Phil is with us in Studio 57 this morning. Hello to you, Doctor Phil.

DR. PHIL MCGRAW (Host, Dr. Phil): Gayle, good morning.

GAYLE KING: So I really want to talk about your show in just a sec. But I`m sitting at home the other day, Phil, there`s a crawl that went across the screen that said Doctor Phil`s car stolen. And my first thought was--

DR. PHIL MCGRAW: Slow news day.

GAYLE KING: No, it was there. There was a crawler, Doctor Phil`s car stolen. My first thought was how does someone steal a car from Doctor Phil? And I hope it`s not the car we had our first date in? Do you remember?

DR. PHIL MCGRAW: Well, they didn`t steal a car from Doctor Phil. And it was the car we had our first date in. I mean, can you believe they got my `57 Chevy?

GAYLE KING: No, how did that happen?

DR. PHIL MCGRAW: Well, I tell you what, I was actually working on the car and everybody said you really work on your own car? Well, you know, I was a shadetree mechanic in-- in the day.


DR. PHIL MCGRAW: So with an old car, I-- I was actually working on it along with Scott. We were changing the transmission fluid.

GAYLE KING: Were you at your house?

DR. PHIL MCGRAW: Yes. And-- and-- and when we got through working on it, it wouldn`t run at all.


DR. PHIL MCGRAW: So I call a flatbed to take it to the shop.


DR. PHIL MCGRAW: They take it to the shop over in Burbank. Three hours later, boom, it`s stolen. The cops were there in thirteen minutes. It`s gone. Somebody stole our car.

GAYLE KING: What`s the latest? Do you have any idea about where it is?

DR. PHIL MCGRAW: You know. We don`t. What I fear is it`s going to be on a ship to a foreign country because it`s--


DR. PHIL MCGRAW: --now the cops say the car is so high-profile because of all the media coverage that it`s-- it`s so hot that they might just abandon it. If not, it`s going to be on a container ship out of the country out there.

GAYLE KING: God, I was sorry to hear that.

DR. PHIL MCGRAW: Doggone it.

GAYLE KING: Really sorry. Let`s send out positive thoughts for you, Phil.

DR. PHIL MCGRAW: Yeah, right.

GAYLE KING: Okay. So here you go. Eleventh season starts on Monday. You`re going to start with the Trayvon Martin case, which I think is really interesting. Because it-- it sort of disappeared from the headlines for a while. Did you find out something new that you thought we need to know?

DR. PHIL MCGRAW: Well, I did. Here`s the thing, you know, we`ve come up on the six-month anniversary--


DR. PHIL MCGRAW: --of this. And I am very concerned about what`s going to happen with the-- happen with this case. Because there are those that believe, if this does fall out of the headlines--


DR. PHIL MCGRAW: --if this just gets kind of brushed aside, that it`s going to be open season on these young African-American men in-- in America. To me, we`ve got to pay attention to this. We`ve got to see what happened. And we`ve got to watch how the justice system deals with this.

GAYLE KING: We have a clip from your show. Who are you talking to?

DR. PHIL MCGRAW: I`m talking to George Zimmerman`s best friends. Now, let me set the table here.


DR. PHIL MCGRAW: These-- these are the Ostermans. And these are the people where George and his wife and-- and children hid for thirty days when there was supposedly a bounty from the--


DR. PHIL MCGRAW: --new Black Panther party.

GAYLE KING: Everybody was wondering where they were.

DR. PHIL MCGRAW: So they went and hid with them. And this guy is the one that actually picked out the gun that he-- that Zimmerman used to shoot Trayvon with. He`s been to the shooting range with him. He kind of mentored him on all things firearms, told him never to be without it, always keep it on him--


DR. PHIL MCGRAW: --et cetera, et cetera. So look and we`ll talk.

GAYLE KING: Let`s-- let`s see the clip.

DR. PHIL MCGRAW (CBS TV Distribution Peteski PR): Do you believe, if he hadn`t had that gun and shot Trayvon, that George Zimmerman would be dead today?


WOMAN: Absolutely.

DR. PHIL MCGRAW: So you think Trayvon would have killed him?

MARK OSTERMAN: I think so.

WOMAN: Absolutely.

MARK OSTERMAN: It`s poss-- I-- I do.

WOMAN: Are you serious?

MARK OSTERMAN: And I`ll tell you why--

WOMAN: Are you serious?

MARK OSTERMAN: --if-- if-- if I could have one moment. George, the injuries that he had to his head cannot-- could not be sustained for any period of time without either becoming unconscious or dying. He said, I`m-- I`m blacking out, I feel I`m going to die. And he told the police that. He said that in a-- in a lie detector test, all of which they have. They`ve-- they`ve connected all this together. And from George`s perspective, he felt, I`m going to die.

GAYLE KING: Now you said he went with him to buy the gun or he bought the gun? I`m trying to figure out why George had a gun as a neighborhood watch person?

DR. PHIL MCGRAW: Well-- well, here`s the thing. This-- this gentleman-- and I think he would agree that he kind of was his mentor.


DR. PHIL MCGRAW: He said he didn`t train him to use the gun, but we have footage of him in the shooting range--


DR. PHIL MCGRAW: --you know, obviously, coaching him. He picked out the gun. He said this is the one you should get. And he is in law enforcement himself.


DR. PHIL MCGRAW: And I think that George looked up to him a lot. And his-- his belief is, look, he`s licensed to carry a weapon. So he had the right to have it on him. Well, and I made the comment to him in the show, you know, you can be a kindergarten teacher and be licensed today carry a weapon. That doesn`t mean you bring it to class--


DR. PHIL MCGRAW: --with all the kindergartners. Because you`re licensed to carry it, doesn`t mean you carry it on a neighborhood watches. Well, he wasn`t actually on a watch that night, he was just out driving around or heading somewhere, then what`s he doing?


PHIL MCGRAW: I mean, come on.

GAYLE KING: No. I`m really-- I`m really glad you`re coming back. I can`t wait to see the show. Let-- let`s talk about politics for a second. I remember when we talked, you said you don`t touch politics on your show, you said that`s the one thing I stay away from. But I`m fascinated by the role that wives are playing. You know, Ann Romney just did a dynamic speech last week. Michelle Obama, the first lady, did-- also did a dynamic speech earlier this week. What role do you think that the wives play in attracting women voters? Is it something you all are talking about it over at your place?

DR. PHIL MCGRAW: Well, I don`t mind talking about politics, I just not party don`t like talking about party politics.


DR. PHIL MCGRAW: I just don`t feel like I should--


DR. PHIL MCGRAW: --try and influence people. They can make up their own minds about that. And I do think wives play a big part in this. Because I think if you respect the woman--


DR. PHIL MCGRAW: --then you`re going to respect her judgment about the man she has chosen to spend her life with.


DR. PHIL MCGRAW: So if you-- if you respect her values, her belief, the way she regards herself, how she values her family, what she thinks is important in life, then you`re-- you`re going to kind of extrapolate and it`s kind of the reverse of guilt by association.

GAYLE KING: Association, yes.

DR. PHIL MCGRAW: If you love her--


DR. PHIL MCGRAW: --then you say, okay, she choose this guy--


DR. PHIL MCGRAW: --so he probably is okay.


DR. PHIL MCGRAW: I think it makes a-- I think it makes a big difference. When they get in the voting booth, does it determine what they`re going to do? You know, I saw both of the speeches from--


DR. PHIL MCGRAW: --Mrs. Romney and Mrs. Obama, and I felt like they spoke to the people that they already had.


DR. PHIL MCGRAW: I-- I don`t think anybody got up and switched parties because of the speeches. But I think they emboldened the people they had, which is not insignificant. Because those people now become impassioned and they go out and work even harder and harder. So I think it`s a very significant role that each of the wives play, and they both did a very good job.

GAYLE KING: I thought so, too, and certainly more to come. And congratulations to you, season number eleven. Thank you, Phil McGraw.

DR. PHIL MCGRAW: Thanks, Gayle.

GAYLE KING: Doctor Phil, as you know, helps people do the right thing. So does Randy Cohen. For twelve years, he wrote about ethics for The New York Times. He`ll show us how to make our way through those moral mind fields on CBS THIS MORNING, right after the break.


CONAN O`BRIEN (Conan TBS): In her speech at last night, First Lady Michelle Obama said her husband has dinner with his girls where they strategize about middle school relationships, isn`t that nice? Yeah, which explains why today the Pentagon ordered a drone strike on that lying (EXPLETIVE DELETED) Ashley.

GAYLE KING: I think it might go a little differently in the Obama household. Is it wrong to download music illegally? Should you tell a friend or spouse-- tell a friend, rather, that her spouse is cheating? A new book is offering to help you make the right decisions. It`s called Be Good: How To Navigate the Ethics of Everything. The author is Randy Cohen, who wrote The New York Times magazine`s ethicist column for twelve years, and joins us at the table. Hello, Randy.

RANDY COHEN (Author, Be Good): Good morning.

GAYLE KING: Do you think that most people are wired to be ethically correct?

RANDY COHEN: I think we have an instinct to do well and to do very, very, poorly. But how we`ll behave will be a function of what communities we`re a part of that-- that people tend to behave much like their neighbors. Modern New Yorkers behave like modern New Yorkers for the most part--


RANDY COHEN: --ancient Spartan like ancient Spartans. So if you put people in situations where they can be good, it`s really encouraging how well they`ll behave.

GAYLE KING: Really, their neighbors and not their family and friends?

RANDY COHEN: Well, I include that`s probably--

GAYLE KING: Oh, okay. Okay. Because I`m thinking--

RANDY COHEN: I live near my family and friend.

GAYLE KING: I`m thinking, do you know my neighbor, I don`t know what to do that.

RANDY COHEN: --you met my family, but that`s another question. But-- but we are-- we are more like members of our community.

GAYLE KING: Do you-- do you think that ethics are a moving target or do you think they`re pretty much concrete or has it evolved over the years?

RANDY COHEN: Yeah. People do aspect-- this is just a reflection of what-- what a particular culture does.

GAYLE KING: What`s going on in the society?

RANDY COHEN: I think there are certain principles that are true in every time and every place.


RANDY COHEN: That-- that for instance, treating other people with dignity and respect. I believe and then it get (INDISTINCT) society that I think is universal. But how it plays out differs from culture to culture.

GAYLE KING: You know--

RANDY COHEN: Principle is the same, though.

GAYLE KING: We started out by talking about should you talk about a friend, should you tell a friend that her spouse is cheating.

RANDY COHEN: Oh, yeah.

GAYLE KING: And you said one of the number one questions you get is the duty to report, which would cover certainly a question like that.

RANDY COHEN: Oh, very much so.

GAYLE KING: Duty to report is one of the biggest things you find.

RANDY COHEN: The most questions in that category, do you yourself haven`t done anything wrong--


RANDY COHEN: --but were you aware of the wrong doing of others? And it`s a very diff-- now the complexity multiplies because you have obligations to your friends. It`s-- it`s the spouse question you-- you mentioned. You`re-- one of your co-workers is stealing office supplies, your college roommate downloaded a paper from the internet. When must you come forward--

GAYLE KING: And where do you come down on that?

RANDY COHEN: Well, there`s one--

GAYLE KING: Yes. Where do you come down on that?

RANDY COHEN: Bright line that--


RANDY COHEN: -- that I think kicks in. It`s that, if someone represents an immediate imminent threat to another person, then you absolutely have to come forward right away.


RANDY COHEN: But those are the big easy ones.


RANDY COHEN: If someone is coming to someone`s house with a gun--

GAYLE KING: Yes. That`s easy.

RANDY COHEN: --please call 911.

GAYLE KING: You`re right. You`re right.

RANDY COHEN: Someone`s harming a child, pick up the phone. You have a moral obligation to do that.

GAYLE KING: So we`re not talking about the easy questions, Randy. We`re talking about the ones that aren`t so easy.

RANDY COHEN: That`s why you--

GAYLE KING: What is your--

RANDY COHEN: --earn the big ethics money.

GAYLE KING: Yes. Okay. And-- and your answer is?


GAYLE KING: On-- on the thing where it`s not so cut and dry, where it`s not--

RANDY COHEN: Oh, the spouse question?

GAYLE KING: Yes, where it`s so cut and dry.

RANDY COHEN: Really hard. I thought that was terrifically hard, because you mess around in other people`s marriages to your peril.


RANDY COHEN: You-- every marriage has its own intimate rules. But if you don`t say anything, you feel you`re conspiring to deceive your friend and you`ll feel hard--


RANDY COHEN: --no matter what you do, it`s wrong.

GAYLE KING: That`s right.

RANDY COHEN: Maybe that will help you.

GAYLE KING: I think it depends how close you are to the friend. But here`s a letter that you got, I though was interesting. "Five years ago, my girlfriend went to Australia for a vacation. She left her cat with me. She decided not to come back. Over time, the cat has become a beloved part of my life. She wants the cat back. Should I return it?

RANDY COHEN: Well, clearly, we should ask the cat.

GAYLE KING: Are you this funny at home? Okay. Okay, go.

RANDY COHEN: Well, since we can`t-- but we kind of should ask the cat because the cat`s not just property. It`s not a thing.


RANDY COHEN: Animals have moral standing. And we respect their relationship between, in this case, man and cat.


RANDY COHEN: So you-- by abandoning the cat for five years-- if the cat were just a bicycle, she can go and say hey, you have my bike I left with you. I want it back. And we would say fine--


RANDY COHEN: --I just lend it to you, but there`s a real relationship here, even though it`s between a person and animal. That`s worthy of respect. I say he keeps the cat.

GAYLE KING: Yes. I understand. And listen, I`m not an ethicist.

RANDY COHEN: Don`t you think?

GAYLE KING: But I say no, she does not get the cat back. Your other question, this is the one question that you got the most letters ever. "The real estate agent I just hired refused to shake my hand saying that as an orthodox Jew he did not touch women. As a feminist, I oppose sex discrimination of all sorts. However, I also support freedom of religious expression. How do I balance those conflicting values?" I thought that was a really good question.

RANDY COHEN: Boy, incredibly hard. And I thought she really got at the two issues: religious tolerance on one hand, gender equality in the other. How do you reconcile those two things? And whenever there`s a question about the clash between religious values and civic values--


RANDY COHEN: --that always got a lot of mail. People have strong feelings.

GAYLE KING: What`s your answer?

RANDY COHEN: I thought she should not work with him. And what-- I know. It seems religiously intolerant--


RANDY COHEN: --but I would say it`s not.


RANDY COHEN: And here is what-- what helped me answer it. I-- I made an analogy between gender and race.


RANDY COHEN: That if he said I can`t touch you because you`re black--


RANDY COHEN: --we wouldn`t put up with that for two seconds.

GAYLE KING: No. we wouldn`t. But--

RANDY COHEN: If we accord that respect--

GAYLE KING: --religious belief seems different to me. But we have to go. I`m curious about how you answer--

RANDY COHEN: There`s so much more to say.

GAYLE KING: I disagree with you on that Mister Cohen, but that`s okay. Thank you, Randy Cohen.

RANDY COHEN: Thank you so much.

GAYLE KING: The name of the book, Be Good, is on sale wherever you get your favorite books. We`ll all be together in New York tomorrow. Looking forward to that, Charlie and Norah.

CHARLIE ROSE: So are we, Gayle. It`s good to see you. We look forward to be back. Up next, your local news. We will see you tomorrow right here on CBS THIS MORNING.


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